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How to Increase Users' Social Commerce Engagement? A Technology Attractiveness Model

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Title: How to Increase Users' Social Commerce Engagement? A Technology Attractiveness Model
Authors: Shen, Xiao-Liang
Li, Yang-Jun
Sun, Yongqiang
Chen, Zhenjiao
Zhang, Kem Z.K.
show 1 moreZhao, Sesia J.
show less
Keywords: Engagement
Mediating effect
Social commerce
Technology attractiveness
Issue Date: 04 Jan 2017
Abstract: With the proliferation of social networking and electronic commerce, social commerce helps people engage in various forms of online social commercial activities through sharing their product or service knowledge and experiences. A better understanding of users' engagement in social commerce websites thus become increasingly important. Based on the attractiveness theory, this study proposes a research model that highlights the unique role of technology attractiveness, including task, social, and physical attractiveness, in promoting user involvement, which in turn affects social commerce engagement. Results demonstrate that users' perceptions of technology attractiveness are positively associated with their involvement with social commerce websites, and further stimulate engagement. In addition, website involvement partially and fully mediates the effects of social and physical attractiveness, respectively, on social commerce engagement. The limitations and implications of this study for research and practice are further discussed.
Pages/Duration: 10 pages
ISBN: 978-0-9981331-0-2
DOI: 10.24251/HICSS.2017.102
Rights: Attribution-NonCommercial-NoDerivatives 4.0 International
Appears in Collections:Social Media and e-Business Transformation Minitrack

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